For nearly 160 years, Klein Tools has manufactured premium hand tools for a small, but extremely brand loyal group of professionals. To further engage these customers, Klein Tools just launched a new multichannel loyalty program by partnering with Snipp Interactive, a technology firm that provides marketing solutions through an innovative loyalty program engine and receipt-processing platform.
Called the Klein Tradesman Club, Klein Tools’ loyalty program allows customers to purchase Klein Tools products at any retailer and submit their receipts to receive rewards points.
Tom Barton, Klein Tools Product Marketing Manager, recently spoke to Loyalty360 regarding the company’s unique marketing efforts and the challenges of opening new lines of communication with the highly devoted customers who consider Klein Tools to be the true mark of a professional.
“We partnered with a company called Snipp that allows any end user, any electrician, and DIY home-owning customer to take a picture of their receipt with our new app and text it to Klein,” Barton explained. “After that, customers can start building points right away. As customers build up points over time, they are able to take those points to buy Klein brand merchandise.”
After downloading an app, every customer with a registered Klein Tradesman Club account can collect points based on every product they purchase. These points can then be redeemed for a host of rewards, Klein merchandise, product offers, and more. Klein’s new loyalty program is easy to understand, simple to use, and, in its own way, very unique.
“I believe that this is the first true official brand loyalty program that exists,” Barton explained. “Other loyalty programs, for example, United Airline miles or Marriott Hotel points and so on, those brands are merely the distributor. They are the last step before it gets to the customer. The hard part for a company like Klein Tools is that we are the manufacturer. It is really hard to track that end user sale.”
Barton said Klein Tools’ goal is to open a line of communication.
“There are only 800,000 electricians in this country and we are a small company, so for us to buy a Super Bowl ad does not make sense,” he explained. “I want to open a direct line of communication with the customer base. And once that is successful, I want to be able to direct them to new product lines. When I have the electrician in our loyalty program, I can tell him, for example, that he’s going to get twice the points this month with a certain purchase. We will be able to direct that original sale to new product lines, and new product opportunities.”
The Klein Tradesman Club program has been set up using Snipp’s proprietary SnippLoyalty and SnippCheck platforms, and has been integrated into the Klein Tools iOS and Android apps. Consumers who purchase any Klein Tools product can submit their receipt via email, SMS, web upload or through the Klein Tools' app. They earn one point for each dollar spent on Klein Tools products and can redeem their points for Klein branded merchandise. Receipt upload, account management, and redemption can all be done directly through the Klein Tools app.
Snipp’s technology platform enables brands to drive customer engagement and purchase. Its solutions include loyalty, rebates, receipt processing, promotions, and data analytics.
“We make durable goods and the bond we create with our customers is strong,” Barton added. “Typically, when someone goes to a trade school, or through an apprentice program, the first thing they get handed is a pair of Klein pliers. And it is entirely possible that that pair of pliers never wears out. If you are an electrician, a Klein tool is like a pair of Nike shoes or an Apple computer. It is the brand. It is well above 90% brand preference and it is the mark of a pro.”